How to overcome your fear of self-promotion
When it comes to promoting your own business, even the most confident of entrepreneurs have been known to squeal in horror and hide under the table, metaphorically if not literally. Fear of self-promotion is a real issue for many small business owners, but it’s also an essential part of steering a successful ship.
Sure, you have an amazing product or service, but if you don’t tell people about it then they won’t know.
And often, at our fingertips, lies a captive audience in people we already know: family, friends, networkers, acquaintances. But how do you let these people know about your small business without being pushy or annoying? It can often feel like walking a tightrope between not saying enough and saying too much. Fear of self-promotion can be a real obstacle.
Try my tips for authentic ways to promote your business - without the awkwardness.
Know your audience
A huge part of your marketing strategy should be knowledge of your target customer. Ensure, therefore, that when you promote your business you are speaking to the right people. After all, if you know you are targeting people who would benefit from your product or service, you have nothing to feel uncomfortable about.
Have a key message
These days, and particularly online, we all suffer from information overload. By understanding your business’s key message and putting this across succinctly and consistently, you won’t risk people missing how your business can benefit them. Keep your key message in mind at all times, and drop any unnecessary waffle.
Be genuine
It is easy to lose yourself in trying to perform a sales pitch, or in ‘closing the deal,’ but people don’t want to feel like they are being pressured into buying. It is far more effective to remain authentic and explain in your own way why your business rocks. After all, you are the expert in your product or service – you don’t need to use someone else’s voice.
Offer help and value
People are used to being sold to everywhere they turn, and can become immune to it. By offering something to them – for free – you will capture their attention and engagement, both of which are priceless. It could be through providing interesting and varied social media content that doesn’t sell your service, or by offering relevant advice in a forum or Facebook group. This sort of self-promotion will elevate your reach and build trust with potential customers. Both of which are more likely to lead back to further communication and a client relationship.
Be respectful
As much as self-promotion is important, so is professionalism and maintaining a good reputation. While face-to-face and social media networks can be useful, pushy tactics will only turn potential customers away from what you are hoping to sell them. Post regularly on social media, but not too much, and don’t ‘spam’ your friends and contacts with news of your business – they want to hear from you as well!
And lastly, running a business is a marathon, not a sprint. It is worth remembering, when facing your fear of self-promotion, that engaging your customer base over time will help to develop a mutually beneficial and trusting relationship.
If you would like any tailored marketing support to increase your sales and reach, feel free to get in touch here or on my Facebook page.
